And we're not just saying that. What started as just another T-shirt brand became a force that looked to express all five pillars of hip-hop via clothing. In a backlash to the shiny suits and European designer clothes that were dominating a certain segment of hip-hop, underground artists like Mobb Deep and Large Professor started rocking Ecko (back when it was called Echo) and their cult followings soon followed suit. Pretty soon, the rhino logo was a symbol that represented a call for the golden era of hip-hop.